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Blog 3: Digital Marketing Challenges for marketers

With the advent of the Internet revolution and the nation's economic development, customer expectations and needs have evolved to the point wherein convenience and pleasure services are becoming critical factors for the shopping experience (Alvarez, 2020). Several companies in the market are always striving to assess shifting customers' requirements, create appropriate products, and locate the proper global market to attract the correct client. This digital revolution has opened the opportunity for a better Online market wherein everything is accessible to browse, evaluate, and have a virtual experience.

Collecting and Activating First-Party Data

Third-party data will be phased out soon. As a result, marketers are scrambling to get first-party information. Simultaneously, customers expect that their security is safeguarded and maintained. 88 percent of those surveyed said they would gladly exchange their information for a product (Dagur, 2018). Marketers must develop and convey what is worth, whether it is a more customized service, a rewards program, or another motivation. It all starts with a frank and transparent discussion with consumers about how their information is used, followed by giving them the ability to approve or refuse entry. Marketers may grow their first-party information by extending into a network of retail advertising, besides establishing channels of contact with consumers.

Strengthening Omnichannel Strategies

As a consequence of Covid-19, many businesses were forced to shift in order to extend their internet platform and include purchase online collections in-store, roadside pickups, and contactless purchasing capabilities (Buffay, 2021). The difficulty for online marketers is to develop and strengthen the multichannel strategy they implemented previously. This may include developing an app, linking in-store and warehousing inventories for quicker online delivery, or combining physical and virtual information to comprehend the whole consumer experience (Kumar Mishra, 2020). As businesses ramp up their omnichannel product offerings, the demand for statistics that illustrate the whole experience, from digital to physical, will be higher than ever. Businesses will choose to observe how digital marketing affects offline purchases. In addition, as the importance of physical shops changes, it is important to recognize how the in-store experience affects internet sales.

Creating engaging content

As sound and video have risen in importance, the concept of compelling material has changed dramatically recently (Kumar Mishra, 2020). Although it is not the latest trend, the demand for interesting and enjoyable content keeps growing. Agencies are pushed to develop fresh, creative concepts for presenting information and communicating in unconventional ways that are appropriate to the audiences they are attempting to target.

Links:

https://www.latamdigitalmarketing.com/blog/en/digital-marketing-opportunities-challenges/.

https://www.criteo.com/blog/3-digital-marketing-challenges-opportunities-2021/.

https://www.linkedin.com/pulse/digital-marketing-challenges-opportunities-santosh-dagur

https://doi.org/10.5772/intechopen.92329

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Blog 2: Digital Marketing Trends 2021

Cutting-edge digital marketing is now among the top objectives for major corporations in 2021. Humans live in a time where digital marketing is rapidly evolving and customer preferences and actions are difficult to anticipate. Marketers can no more assume that informed assumptions and tried-and-true techniques would always succeed (Dave, 2021). With the speed of development increasing quickly, each digital marketer must continuously spend time and attention on upskilling and learning.

AI-Powered Optimization

Artificial intelligence is the most significant economic potential for businesses, sectors, and countries in the near future, which implies that AI laggards will face a huge competitive loss soon (Sadeghi et al., 2021). Artificial intelligence (AI) would be present in virtually each latest software customer experience. AI can monitor consumer habits and research trends, as well as social data and weblogs, to assist organizations to realize how their goods and services are discovered by customers (Sadeghi et al., 2021).

Augmented Reality

Augmented Reality is an enjoyable activity of an actual world in which items are supplemented with machine-created perceptual information (Gallardo et al., 2018). Whereas virtual reality creates a sensation and makes people interested in big concepts, Augmented Reality is far more marketable(Dave, 2021). Analysts predict that AR will remain to surpass VR in market share.

AR technology is increasingly being used by businesses to improve the customer experience and drive revenue. IKEA, for instance, creates an app that enables customers to take a photo of their space on their cellphones and testing IKEA's furnishings in it. Customers may arrange the furnishings around to see how distinctive it appears from various perspectives. With AR becoming more popular than ever, we will witness a huge increase in the number of companies discovering beneficial users for future technology (Gallardo et al., 2018)

Programmatic Advertising

Programmatic advertising is the use of artificial intelligence to automate ad buying so as to identify more specific customers (Gallardo et al., 2018). Real-time pricing, for example, is a kind of programmatic ad buying. This technology is much more user-friendly, leading to higher conversion rates and lower customer marketing expenses.

Programmatic advertising is growing at a fast pace and is expected to account for the overwhelming bulk of display ads in the coming decades. One of the finest instances would be "The Economist", an electronic and printed magazine, which launched a programmatic advertisement campaign to entire inquisitive people to sample the magazine (Shah, 2021).

Links:

https://www.singlegrain.com/digital-marketing/digital-marketing-trends-2021/.

https://doi.org/10.1007/978-3-319-95270-3_29

https://doi.org/10.5772/intechopen.98628

https://iide.co/blog/digital-marketing-trends-india/.

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Blog 1: Facebook launches 6 new reaction buttons; no "dislike".

Facebook is developing 6 new Emotional responses that enable members to convey emotional responses via adorable emoji (Wagstaff, 2015). The rumor at the time was that Facebook was going to add a "Dislike" icon beside the "Like" one. Facebook researched which words and responses are most frequently and uniformly conveyed on Facebook, then tried to create an attractive and entertaining interface surrounding them.

Facebook will first launch this function in Spain and Ireland, before expanding to customers in other nations. The request to create Reactions started a little more than a year ago (Kartini, 2020). Since not every post this liked, Mark Zuckerberg eventually admitted that the network needs a more sophisticated method for people to engage with postings. 2.33 billion people solely use their mobile phones to visit Facebook (Kartini, 2020). 89% of those who use it regularly do it through a smartphone (Nast, 2018). While comments allow for more sophisticated answers, typing such comments on a keyboard takes to long. People wanted a fast and simple method to provide comments.

Facebook chose to concentrate on the most frequently stated emotions by its members. The Facebook team started by examing how groups of Facebook users from across the globe interacted with the site. They examined the most commonly utilized emoticons, symbols, and simple responses and discovered a few similar emotional connections within a sea of different emotions (Griffin, 2018). The love emoji was the most often used. They were also inclined to using visual methods to convey comedy, sorrow, and astonishment. The researchers selected a subset of responses that span the emotional range and eliminated redundancy such as compassion and sorrow, as well as pleasure and love. They then put them through user testing. The responses have to meet two major requirements: generality and emotional expression. Since emoji are wordless, there could not be any misunderstandings about what they signified in cultural diversity. With a few small changes, Facebook's Reactions bore a striking similarity to some well-known Unicode characters. Through a range of aesthetic decisions, the team sought to leverage the tiny visual clues that distinguish facial-based emojis (Griffin, 2018). The engineering team increasing the color grading and highlighted the edges in initial trials. They emphasized the eyes or utilized unconventional shapes entirely, such as stars in place of round faces. Eventually, they came to the realization that in order to represent a response, their emoji had to respond (Kartini, 2020).

The second big problem was finding out how to fit six new emotions into an interface that fomerly only allowed for 3 actions: Like, Comment and Share.

Links:

https://www.independent.co.uk/life-style/gadgets-and-tech/news/facebook-reactions-what-are-the-six-emoji-that-will-join-the-like-button-and-what-do-they-mean-a6839086.html

https://www.technobezz.com/facebook-will-have-6-new-reaction-emoji-button-besides-the-like-button/.

https://www.wired.com/2016/02/facebook-reactions-totally-redesigned-like-button/.

https://www.nbcnews.com/tech/social-media/facebook-goes-beyond-6-new-reaction-buttons-n440906